Mohawk Brand Guidelines

Transcription

GRAPHIC GUIDELINES
Volume 1.2, January 4, 2011
PREFACE
Welcome to the Graphic Guidelines for Mohawk® Industries’ Residential Division.
This tool is designed to help each user of the brand and subsequent properties
utilize them in a consistent, proper manner.
A brand is more than a company logo…It is the perception created by the
presentation of all things associated with a company. A cohesive identity is vital
in the creation of a professional, highly thought-of brand, both with our retail
customers and our end consumers. Consistency in visual communications helps
strengthen and build the brand for all audiences.
This is a living document. Changes, additions, and deletions will be made as new
information becomes available. Referring to the Graphic Guidelines for changes is
critical for any new project. You will be able to tell if changes have been made by
the volume number and date on the front cover. Please make sure your vendors
receive a PDF of this guide to ensure accuracy and consistency with work prepared
by outside sources.
To suggest changes or corrections to this book, please contact the Creative Group
within Mohawk’s Marketing Department. Suggestions may be sent via e-mail to
image_request@mohawkind.com.
2
TABLE OF CONTENTS
LOGO………………………………………………………………………………………………….................…….................5
1.1 Color……………………………………………………………………………………………………………………...…6
1.2 Size Restrictions……………………………………………………………………………………………...………...…7
1.3 Unacceptable Usage…………………………………………………………………………………………...………....8
1.4 Logo With Tagline…………………………………………………………………………........................……...…......9
TRADEMARKS………………………………………………………………………………………………….................……..10
2.1 Trademarked Brands…………………………………………………………………………………………...………...11
2.2 Brand Names in Copy………………………………………………………………………………………...……..…...12
TYPOGRAPHY……………………………………………………….…………………………………………………………....14
3.1 Adobe Caslon Pro..……………………………………………………………….........................……...…................15
3.2 Univers……………………………………………………………………………………….........................................16
PAPER………………………………………………………………......................................................................................17
4.1 Paper Choices………………………………………..................................................................…………………....18
4.2 Standard Sizes…………………………………………...................................................................………………..19
CORPORATE GROUPS………………………………………................................................................…………………...20
5.1 Division Logos……………………………………………………....................................................................…….21
5.2 Mohawk GreenWorks………………………………………………………………………………….……..........……22
5.3 Mohawk University…………………………………………………………...………………...……………......…...…24
5.4 Mohawk Promotions……………………………………………………………………………………………....….....25
5.5 Mohawk Interactive……………………………………………………………………………………………....…...…27
5.6 Retailer Programs……………………………………………………………………………………………....…......…28
5.7 Builder Programs……………………………………………………………………………………………....….......…35
3
SOFT SURFACES………………………………………………............................................................………………….....38
6.1 Aladdin®…………………………………......……………………………………………...…..............…….............…39
6.2 Horizon®…………..............……………………………………………………………….............………..........…......43
6.3 Wunda Weve™……………………………………………………….........................................................................47
6.4 CustomWeave®……………………………………………………….......................................................................51
6.5 Aladdin Commercial™…………………………………...................................................................…………..........55
6.6 Wear-Dated®........................................................................................................................................................59
6.7 Additional Systems…………………………..................................................................……………………….......68
HARD SURFACES…………………………………................................................................……………………………....78
7.1 Laminate…………………………………....................................................................…………………………......79
7.2 Additional Systems…………………………............................................................................…………………....84
7.3 Ceramic……………………………………………....................................................................…………………....87
7.4 Hardwood…………………………………....................................................................……………….....…..........92
7.5 Columbia Flooring………………………......................................................................……………….....…..........98
7.6 Additional Systems………………………………………………..................................................................……..102
4
section 1.
Logo
The most important and most identifiable visual element of a brand’s identity is
its logo, or brandmark. As one of our most important assets, the brandmark must
always appear as shown on the following page or in one of the color variations
described in these guidelines. Never attempt to redraw or rescale the brandmark or
add other graphic elements to its presentation. Always use a registered trademark
symbol (®) with the brandmark to ensure our legal rights are protected. Always
display the registered trademark symbol in the position indicated.
1.1 Color
1.2 Size Restrictions
1.3 Unacceptable Usage
1.4 Logo with Tagline
5
1.1 Color
4-Color Process
Black: C=0, M=0, Y=0, K=100
Red: C=0, M=100, Y=81, K=4
PMS Colors
Black
Red: PMS 186
Black & White
The 1-color black brandmark is to be used when black is the only available color
selection or when the logo appears on a color background that conflicts with the red
logo mark. This brandmark must never appear on a website, 4-color brochure, or any
other application where a full-color brandmark is usable.
Dark Background
An all-white brandmark is only acceptable when it appears on a dark background or a
dark photographic background.
Red Background
An all-black brandmark is only acceptable when the logo appears on a color background
that conflicts with the red logo mark.
6
1.2 Size restrictions
To ensure the integrity of the Mohawk brandmark, never reduce its width to less
than .75 inches for print and 1.25 inches for screen applications. Other reproduction
methods may require the minimum size to be greater than the sizes identified here.
Screen
Print
90 Pixels or
1.25" wide
.75" wide
7
1.3 unacceptable usage
Never stretch the brandmark
Never use a drop shadow with the brandmark
Never substitute type in the brandmark
Never alter the size of the red logo mark or the logo type
Never condense the brandmark
Never separate the red logo mark from the logo type
Never change the position of the red logo mark
Never distort or skew the shape of the brandmark
Never tilt, rotate, or reflect the brandmark
Never outline the brandmark
Never alter the colors of the brandmark
Never flip the red logo mark upside down or backwards
Never use a percentage of the brandmark
8
1.4 Logo with tagline
In some instances, it may be suitable to use the Mohawk logo with the tagline. All of
the previous color and size restrictions apply to this logo as well, in order to maintain
the integrity of the brand.
Fonts Used: Baskerville Regular and Italic
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section 2.
TRADEMARKs
A trademark’s essential function is to exclusively identify for the consumer the
commercial source or origin of products or services and distinguish those products
or services from any other manufacturer or provider. The trademark symbol (™)
and registered trademark symbol (®) represent the status of a trademark and
accordingly, its level of protection. A ™ may be used with any common law usage
of a mark; ® may only be used by the owner of a mark following registration with the
U.S. Patent and Trademark Office (USPTO or PTO). Usage of ® then designates such
registration and confers numerous exclusive rights upon the registered owner.
The proper way to display either symbol is in superscript style immediately following
the trademark. Use of the ® or ™ symbol is not necessary for every use of a mark
throughout the text. However, the symbols should accompany at least the first
use of a mark in the copy. In longer texts, repeat use of the symbols periodically—
for example, once every section, chapter, or page, depending on text length.
Trademark rights are maintained through actual lawful use of the trademark, so
consistent, proper usage of appropriate trademarks and corresponding trademark
symbols is important.
The following pages contain a selection of standard Mohawk categories with the
correct trademark symbols and current status.
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2.1 trademarked brands
Carpet and Cushion
Builder
Aladdin®
Registered
Portico®
Registered
Aladdin Commercial
™
Properties by Mohawk
®
Registered
CustomWeave
® Registered
Regency Grande by Mohawk
®
Registered
ColorStrand®
Registered
Ecoback™
Pending Application
Hard Surface
Eco-Living™
Pending Application
Arigato®
Registered
EverSmart™
Pending Application
Artiquity™
Pending Application
EverSoft®
Registered
Bellingham®
Registered
EverStrand BCF XtraSoft
Crystal Shield®
Registered
EverStrand®
Registered
Instaclic®
Registered
Horizon®
Registered
Instaform®
Registered
It’s Just Better
™
Pending Application
Jakarta®
Registered
Mohawk EasyChoice
®
Registered
Mansfield Park®
Registered
Optiback®
Registered
Orchard Field®
Registered
PermaStrand ®Registered
Queenstown®
Registered
Smart Living
Rarity®
Registered
SmartStrand ®Registered
SmartStrand with DuPont
ScratchGuard™
Pending Application
Sorona®
Registered
Shangri-La®
Registered
Stainmaster®
Registered
Uniclic®
Registered
UltraStrand UltraSoft
™
Pending Application
Woodworks by Mohawk Laminate ®
UltraStrand XtraSoft
™
Pending Application
UltraStrand®
Registered
Other
Wunda Weve
ColorCenter®
Registered
Wear-Date®
Registered
Floorscapes®
Registered
Wear-Date DuraSoft
®
Registered
FloorCare Essentials
Wear-Date SoftTouch
™
Pending Application
Mohawk®
Registered
Wear-Date Kashmere
™
Pending Application
Mohawk GreenWorks
Wear-Date Revive
™
Pending Application
Mohawk Home®
Registered
™
™
™
Pending Application
Pending Application
Pending Application
Pending Application
Sensational Stiles®
Registered
®
™
Registered
Registered
Pending Application
Mohawk Select®
Registered
Mohawk Signature
®
Registered
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2.2 Brand names in copy
In some cases, representation of brands in copy may differ slightly from representation in logos. To simplify
and maintain consistency in copy, most commonly used brand logos are shown below. Acceptable written
style for copy is shown to the right of the logo. Please notice spelling and upper/lower case variation.
Aladdin®Collection
EverStrandBCF Revive
ColorCenter®
EverStrandBCF XtraSoft
Colorstrand™
Floorscapes®
Colorstrand SD™
GenuEdge™ Technology
Custom Weave®
Horizon® Collection
DuraBeauty™ Technology
Reveal Imaging™
EverSmart™
ScratchGuard™
EverStrand®
It’s Just Better™
EverStrand
™
Mohawk®
®
EverStrand XtraSoft
EverStrand BCF
™
™
™
Mohawk EasyChoice System®
Mohawk Floorcare Essentials®
12
2.2 brand names in copy, continued
Mohawk GreenWorks™
Stainmaster®
PermaStrand™
UltraStrand®
Portico®
UltraStrand UltraSoft™
Properties by Mohawk®
UltraStrand XtraSoft™
PureBond® Technology
Uniclic® Technology
Scotchgard™ Protector
Advanced Repel Technology
Wear-Dated®
Wear-Dated DuraSoft®
ScratchGuard Advanced Finish Protection
™
Wear-Dated Soft Touch™
SmartCushion™
Wear-Dated Kashmere™
SmartStrand
®
Wear-Dated Revive™
SmartStrand® with DuPont™ Sorona®
renewably sourced polymer
Wunda Weve™ Collection
Soft Fusion Technology™
13
section 3.
typography
Type can be a powerful brand tool when used carefully and consistently.
The typographic palette is comprised of both serif and sans serif fonts,
Adobe Caslon Pro and Univers. These font families were chosen for their
communicative and contemporary characteristics. For internal word-processed
communications and presentations, such as PowerPoint, Times New Roman
may be substituted for Adobe Caslon Pro and Helvetica for Univers. No other
typefaces, no matter how similar they may appear, may be used for body copy.
Headline fonts must be sensitive to the product category.
3.1 Adobe Caslon Pro
3.2 Univers
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3.1 Adobe Caslon Pro.
Because of Adobe Caslon Pro's organic qualities and excellent readability, this font should
be used when relaying information to the consumer. This font can be used as both body
copy and headlines. Refrain from using Adobe Caslon Pro for product specifications or any
charts and grids.
Do not use Adobe Caslon Pro in body copy on dark fields of color, as the serifs will
disappear.
Adobe Caslon Pro Regular
This weight is acceptable for both body copy and larger headlines. When used in
body copy, the point size should be no less than 8 pt. and should not exceed 10 pt.
Adobe Caslon Pro Italic
When greater emphasis is desired in body copy, Adobe Caslon Pro Italic is a good
choice. Italic can be used for call-outs or short, highlighted information.
Adobe Caslon Pro SemiBold
A bit heavier than Regular, SemiBold is suitable for headlines in our print collateral.
Petite Caps are easy to read in captions and subheads.
All Caps are suitable for headlines and/or subheads.
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3.2 Univers
Because of Univers' extensive font family, the following typefaces were chosen for readability.
However, any font from the family may be considered if it is used with discretion. Univers is
perfect for technical copy, disclaimers, and anything not directly intended for the consumer.
Refrain from using Univers 39, 49, and 59 Ultra Condensed, as they are too difficult to read.
Univers 47 Light Condensed
This weight is acceptable for blurbs, call-outs, product specs, and bullet points.
Acceptable sizes are 7-10 pt.
Univers 45 Light
Univers Light is perfect for body copy, bullet points and headlines alike.
It can be used in All Caps as well.
Univers 55 Roman
A bit heavier than Light, Roman is much more readable in body copy on a
dark color field.
Univers 65 Bold
Bold is to be used when greater emphasis is needed in text or captions.
Bold is also a suitable headline font.
Univers 75 Black
Black can be used in headlines on advertising, POP, or anything that needs
to be attention-getting.
16
section 4.
Paper
Using paper in an unnecessary or negligent way is ill-advised. Whenever
possible, select a paper that contains recycled content, such as the ones
recommended here.
4.1 Paper Choices
4.2 Standard Sizes
17
4.1 paper choices
New Leaf Reincarnation gives new life to old paper. This ultra-eco-friendly recycled
paper is the only coated free-sheet paper made in North America that is 100%
recycled, 50% post-consumer waste (PCW) and processed chlorine-free (PCF). It
looks more like a high-end uncoated paper, because it has low reflectivity. Its surface
offers exceptional ink holdout, giving images and photography that eye-catching pop.
New Leaf Paper developed these sheets with designers in mind, to make the path
toward sustainable design smoother, crisper, easier.
This stock is perfect for:
• catalogs and brochures
• highly detailed jobs
StoraEnso Productolith is a dependable, reliable, and consistent
choice for coated paper. All StoraEnso recycled papers meet EPA and FTC guidelines
for recycled coated papers and feature 10% total recovered/all post-consumer fiber.
• trifolds
• warranty brochures
• postcard mailers
• white papers
StoraEnso Productolith is the dependable economy paper that helps you stretch
your budget without compromising quality or environmental responsibility. Backed
with Sappi’s domestic supply chain and trusted technical support, Flo delivers the
integrity and strength needed to consistently handle the job—all at a price that won't
blow your budget. (Available in both sheets and web)
• retailer and consumer brochures
• product catalogs
• other multi-page pieces
*Specialty FSC Certified papers include a metallic by Reich and Starwhite by Neenah®
and maybe be used as accents to high-end jobs.
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4.2 standard sizes
Pocket Folder: 9 x 12"
This size should only be used for a brochure that contains a pocket folder
to house a standard 8.5 x 11" sheet of paper.
US Letter: 8.5 x 11"
This standard US Letter size is a good choice for brochures and white
sheets. It can be laid out vertically or horizontally.
Square: 6 x 6"
The square format is vital to the Cube Campaign. While it can be used
in any dimension, the standard size for consumer brochures or collateral
is 6 inches square.
Trifold: 3.6875 x 8.5"
This standard trifold size is perfect for warranty brochures or simple
announcements where a trifold is deemed necessary.
19
section 5.
Corporate groups
Mohawk is a corporation comprised of numerous factions and divisions.
While many of these groups and programs may require their own designation,
the Mohawk identity and relationship to the corporation should never be
compromised.
5.1 Division Logos
5.2 Mohawk GreenWorks™
5.21 Mohawk GreenWorks with Tag
5.3 Mohawk University
5.4 Mohawk Interactive
5.5 Retailer Programs
5.51 Floorscapes
5.51a Floorscapes with Tag
5.52 ColorCenter
5.52a ColorCenter with Tag
5.53 Floorz
5.53a Floorz with Tag
5.6 Builder Programs
5.61 Portico
5.62 Properties by Mohawk
20
5.1 division logos
Mohawk has an extensive number of divisions. Below are the acceptable division logos.
These logos should not be transformed or altered and are in no way customizable.
21
5.2 Mohawk greenworks
The Mohawk GreenWorks logo should never be printed under 1 inch wide. When used
in copy, both the "G" and the "W" should be capitalized. Never use GreenWorks without
"Mohawk" attached.
4-Color Process
Dark Green: C=56, M=0, Y=100, K=21
Light Green: C=20, M=0, Y=100, K=19
PMS Colors
Dark Green: PMS 370
Light Green: PMS 383
1-Color
Dark Green: PMS 370
Black & White
The 1-color black logo is to be used when black is the only available color selection or
when it appears on a color background that conflicts with the green logo. This logo
must never appear on a website, 4-color brochure, or any other application where a
full-color logo is usable.
Dark Background
An all-white logo is only acceptable when it appears on a dark background or a dark
photographic background. The 1-color logo (PMS 370) is acceptable when used on a
black background.
22
5.21 Mohawk greenworks with tag
The Mohawk GreenWorks logo with tag line should never be printed under 2 inches wide.
4-Color Process
Dark Green: C=56, M=0, Y=100, K=21
PMS Colors
Dark Green: PMS 370
1-Color
Dark Green: PMS 370
Black & White
when it appears on a color background that conflicts with the green logo. This logo
Dark Background
photographic background. The 1-color logo (PMS 370) is acceptable when used on a
black background.
23
5.3 mohawk university
The Mohawk University logo should never be printed less than 1 inch wide. The following
color indicators differentiate specific Mohawk training programs for better clarity in printed
communication.
UNIVERSITY
UNIVERSITY
UNIVERSITY
4-Color Process
PMS Colors
Black: C=0, M=0, Y=0, K=100
Red: C=0, M=100, Y=81, K=4
Black
PMS 186
4-Color Process
PMS Colors
Black: C=0, M=0, Y=0, K=100
Blue: C=89, M=43, Y=0, K=0
Black
PMS 285
4-Color Process
PMS Colors
Black: C=0, M=0, Y=0, K=100
Green: C=45, M=0, Y=100, K=24
Black
PMS 377
RED indicates Corporate Training
programs for internal Mohawk
employees.
BLUE indicates Mohawk University
training and learning programs directed
toward our customers, retailers,
designers, and their employees.
GREEN indicates Sales Performance
Development programs to improve the
selling and management skills of Mohawk
sales people and sales managers.
Black & White
UNIVERSITY
when it appears on a color background that conflicts with the above logos. This logo
Dark Background
UNIVERSITY
photographic background.
24
5.4 Mohawk PROMOTIONS
Mohawk Infinite Rewards is the flooring industry's leading customer loyalty and incentive program for
retailers, offering more awards than in any other platform in the industry. When used in body copy, first
occurrence should say Mohawk Infinite Rewards; for subsequent usages, Infinite Rewards or MIR is
acceptable. All first letters are capitalized; stacked version, below, is best for square or vertical format
and should always be printed and displayed as follows:
4-Color Process
Black: C=0, M=0, Y=0, K=100
Red: C=0, M=100, Y=81, K=4
PMS Colors
Black
Red: PMS 186
Black & White
The 1-color black logo is to be used when black is the only available color selection
or when it appears on a color background that conflicts with the color logo. This logo
Dark Background
25
5.4a Mohawk PROMOTIONS
Horizontal version of logo is best for horizontal format and should always be printed and displayed as follows:
4-Color Process
Black: C=0, M=0, Y=0, K=100
Red: C=0, M=100, Y=81, K=4
PMS Colors
Black
Red: PMS 186
Black & White
Dark Background
26
5.5 Mohawk INTERACTIVE
Mohawk’s various interactive websites provide vital marketing and sales support for every area
of business. These unique interactive elements should be printed and displayed as follows:
4-Color Process
Black: C=0, M=0, Y=0, K=100
Red: C=0, M=100, Y=81, K=4
PMS Colors
Black
Red: PMS 186
Black & White
Dark Background
27
5.6 Retailer programs
Mohawk retail partnerships strive to increase profitability for retailers through exclusive tools
and comprehensive selling systems. Each program was developed by retail industry experts to
provide consumers the most ideal environments in which to shop, to choose, and to buy.
28
5.61 FLOORSCAPES
Floorscapes stores, the finest in our retail partnership programs, feature a private-label line of
exclusively named residential soft and hard surface flooring. When used in copy, Floorscapes
should appear as one word with a capital “F”. Tag lines must be used when the Floorscapes
logo is over 2 inches wide; tag lines may be omitted when logo is under 1 inch wide.
4-Color Process
Black: C=0, M=0, Y=0, K=100
Red: C=0, M=100, Y=81, K=4
PMS Colors
Black
Red: PMS 186
Black & White
Dark Background
29
5.61a FLOORSCAPES with tag
The Floorscapes logo with tag line should never be printed under 2 inches wide.
4-Color Process
Black: C=0, M=0, Y=0, K=100
Red: C=0, M=100, Y=81, K=4
PMS Colors
Black
Red: PMS 186
Black & White
Dark Background
30
5.62 COLORCENTER
Mohawk’s ColorCenter is the most seasoned retail partnership program in flooring and offers
a majority selection of the finest Mohawk products. When used in copy, ColorCenter should
appear as one word with both “C’s” capitalized. Tag lines must be used when the ColorCenter
logo is over 2 inches wide; tag lines may be omitted when logo is under 1 inch wide.
4-Color Process
Black: C=0, M=0, Y=0, K=100
Red: C=0, M=100, Y=81, K=4
Gold: C=15, M=27, Y=93, K=3
Tan: C=7, M=15, Y=29, K=1
PMS Colors
Black
Red: PMS 186
Gold: PMS 110
Tan: PMS 155
Black & White
Dark Background
A full-color logo is acceptable when used on a dark background that does not conflict
with any other color in the logo.
31
5.62a COLORCENTER with tag
The ColorCenter logo with tag line should never be printed under 2 inches wide.
4-Color Process
Black: C=0, M=0, Y=0, K=100
Red: C=0, M=100, Y=81, K=4
Gold: C=15, M=27, Y=93, K=3
Tan: C=7, M=15, Y=29, K=1
PMS Colors
Black
Red: PMS 186
Gold: PMS 110
Tan: PMS 155
Black & White
Dark Background
A full-color logo is acceptable when used on a dark background that does not conflict
with any other color in the logo.
32
5.63 FLOORZ
Featuring three distinctive shops within a convenient one-stop-shop environment, Floorz offers
premier merchandising for retailers who focus on both in-stock positions and special-order
business. Tag lines must be used when the Floorscapes logo is over 2 inches wide; tag lines
may be omitted when logo is under 1 inch wide.
4-Color Process
Black: C=0, M=0, Y=0, K=100
Gray: C=0, M=100, Y=0, K=50
Red: C=30, M=100, Y=69, K=30
PMS Colors
Black
Black 50%
Red: PMS 201
Black & White
Dark Background
33
5.63a FLOORZ with tag
The Floorz logo with tag line should never be printed under 2 inches wide.
4-Color Process
Black: C=0, M=0, Y=0, K=100
Gray: C=0, M=100, Y=0, K=50
Red: C=30, M=100, Y=69, K=30
PMS Colors
Black
Black 50%
Red: PMS 201
Black & White
Dark Background
34
5.7 BUILDER PROGRAMS
Mohawk constantly strives to align our organization’s strengths with the needs of our customers
to create success. Portico® by Mohawk and Properties by Mohawk are specialized programs
tailored for specific markets to best service the unique needs of home builders. Each program
logo should always be printed and displayed as follows.
35
5.71 PORTICO LOGO
4-Color Process
Black: C=0, M=0, Y=0, K=100
Red: C=0, M=100, Y=81, K=4
PMS Colors
Black
Red: PMS 186
Black & White
Dark Background
36
5.72 PROPERTIES BY MOHAWK LOGO
4-Color Process
Black: C=0, M=0, Y=0, K=100
Red: C=0, M=100, Y=81, K=4
PMS Colors
Black
Red: PMS 186
Black & White
Dark Background
37
section 6.
Soft surfaces
Mohawk offers products for every need, and these lines have great equity in
the marketplace. To ensure dealers and consumers have the best relationship
with the most recognizable brand in floor covering, these guidelines have been
created for all carpeting brands and systems.
6.1 Aladdin®
6.11 Logo
6.5 Aladdin Commercial™
6.51 Logo
6.12 Typography
6.52 Typography
6.13 Photography Guidelines
6.2 Horizon®
6.6 Wear-Dated®
6.21 Logo
6.61 Logo
6.22 Typography
6.61a Wear-Dated DuraSoft®
6.61b Wear-Dated SoftTouch™
6.3 Wunda Weve®
6.61c Wear-Dated
Kashmere™
6.31 Logo
6.61d Wear-Dated Revive™
6.32 Typography
6.62 Soft Fusion Technology™
6.4 CustomWeave®
6.63 Typography
6.41 Logo
6.7 Additional Systems
6.42 Typography
6.71 Fiber Systems
6.72 Backing Systems
6.72a Greenback™
6.72b Optiback®
673 SmartCushion™
6.74 EasyChoice®
38
6.1 Aladdin®
Aladdin, the largest of our lines, is known for its good, solid, sensible value. Its vast collection of
textures, fibers, and constructions combine versatility and practicality with long-lasting comfort and
trustworthiness. Aladdin’s product mix includes SmartStrand®, EverStrand BCF™, EverStrand ™,
EverStrand BCF XtraSoft™, UltraStrand®, UltraStrand UltraSoft™, UltraStrand XtraSoft™,
PermaStrand BCF™, ColorStrand™, and ColorStrand SD™.
Aladdin:
easy value
family-oriented
durablefunctional
practicalbright
earth-friendlyorganized
active lifestyle
fresh
Primary
PMS 7406
Secondary*
PMS 158
* Secondary colors should be used for backgrounds and key accents
39
6.11 Aladdin® Logo
The Aladdin Collection logo should never be printed under 1 inch wide.
4-Color Process
Black: C=0, M=0, Y=0, K=100
Yellow: C=0, M=18, Y=100, K=0
PMS Colors
Black
Yellow: PMS 7406
Black & White
when it appears on a color background that conflicts with the color logo. This logo must
never appear on a website, 4-color brochure, or any other application where a full-color
logo is usable.
Dark Background
40
6.12 aladdin® typography
Optima is the chosen font for Aladdin brand headlines and subheads. Adobe Caslon Pro or
Univers is the standard font for body copy. Do not mix fonts in body copy.
Optima Regular
This font is suitable for captions and subheads. It may also be used in All Caps.
Optima Extra Black
This font is suitable for headlines and/or subheads. It may also be used in All Caps.
This weight is acceptable for body copy; the point size should be no less than 8 pt.
and should not exceed 10 pt.
Univers 45 Light
41
6.13 Aladdin® photography guidelines
The following guidelines are for room scene photography and are specific to the Aladdin Collection.
These standards should not be used for any other collection.
PMS 518
PMS 5125
TEXTURE
PMS 7435
PMS 485
PMS 715
PMS 458
TEXTURE
• Furniture: Minimal modern furnishings
• Props: Trendy, economical décor
PMS 518
• Flowers/Foliage: Simple flowers in a vase (i.e. gerbera daisies) or small potted plants
PMS 802
• Setting: Bright colors are primary (on walls, furniture, carpet, etc.)
PMS 7463
PMS 485
PMS 469
• Camera Angle: Low camera angle with dramatic floor to showcase pattern/texture
PMS 5125
PMS 660
PMS 715
PMS 463
PMS 7435
TEXTURE
PMS 7473
PMS 458
TEXTURE
TEXTURE
PMS 468
PMS 802
PMS 7463
PMS 660
PMS 7473
PMS 469
PMS 463
TEXTURE
PMS 468
• Vignette vs. Full Room Scene: Vignette
• Lighting: Bright, flat, mid-day lighting
• Windows: Partially blown out, with either mini blinds, sheer curtains, or no
window treatment
• People: Young families or elderly couples
* This color palette should be used for minimal accent colors
PMS 518
PMS 5125
TEXTURE
PMS 7435
PMS 485
PMS 715
PMS 458
TEXTURE
PMS 802
PMS 7463
PMS 660
PMS 7473
PMS 469
PMS 463
TEXTURE
PMS 468
Aladdin/Betty
easy value
bright
family oriented
earth-friendly
durable
organized
functional
active lifestyle
practical
fresh
Aladdin/Betty
easy value
bright
family oriented
earth-friendly
durable
organized
functional
active lifestyle
practical
fresh
42
6.2 horizon®
The Horizon Collection is impressive, consistently exceeding expectations. From plush textures
to lush piles, loops to friezes, patterns to shags, Horizon demonstrates just how fun and artistic
carpet can be. The assorted product mix includes innovations like SmartStrand® with DuPont™
Sorona® renewably sourced polymer as well as the most premium brands in flooring, like
Wear-Dated® with Scotchgard™ Advanced Repel Technology and Stainmaster®.
Horizon:
eclecticinnovative
naturalcolorful
moderntrendy
simplebold
uniquecreative
Primary
PMS 542
Secondary*
PMS 541
43
6.21 horizon® Logo
The Horizon Collection logo should never be printed under 1 inch wide.
4-Color Process
Black: C=0, M=0, Y=0, K=100
Blue: C=62, M=22, Y=0, K=3
PMS Colors
Black
Blue: PMS 542
Black & White
logo is usable.
Dark Background
44
6.22 Horizon® typography
Gill Sans is the chosen font for Horizon brand headlines and subheads. Adobe Caslon Pro or
Univers is the standard font for body copy. Do not mix fonts in body copy.
Gill Sans Light
Gill Sans Regular
This font is suitable for headlines and/or subheads. It may also be used in All Caps.
Univers 45 Light
45
6.23 horizon® photography guidelines
The following guidelines are for room scene photography and are specific to the Horizon Collection.
PMS 7574
PMS Cool Gray 11
PMS 518
• Furniture: Mixture of traditional and contemporary furnishings (eclectic combinations of styles, colors,
patterns, and textures)
PMS 1807
PMS 7574
• Props: Organic, earthy décor
PMS 541
• Flowers/Foliage: Mixture of indigenous and exotic plants
• Setting: Sophisticated, earthy color palette on walls and furniture
PMS 1807
TEXTURE
TEXTURE
PMS 7407
PMS Cool Gray 11
PMS 550
PMS 518
PMS 378
TEXTURE
PMS 7407
PMS 4695
PMS 469
TEXTURE
PMS 323
TEXTURE
PMS 384
PMS 323
PMS 465
PMS 541
PMS 550
PMS 378
PMS 384
TEXTURE
PMS 4695
PMS 469
PMS 465
• Camera Angle: Slightly higher than Aladdin
• Vignette vs. Full Room Scene: Full room scene with propping in foreground to
bring the viewer in
• Lighting: Mid-day lighting with some shadows
• Windows: Windows are mostly blown out with a hint of outside; no custom
drapery or window treatments
• People: Singles or couples in their mid-twenties to late thirties, with an artistic look
PMS 7574
PMS Cool Gray 11
PMS 518
TEXTURE
PMS 1807
TEXTURE
PMS 7407
PMS 323
PMS 541
PMS 550
PMS 378
PMS 384
TEXTURE
PMS 4695
PMS 469
PMS 465
Horizon/Alicia
eclectic
innovative
natural
colorful
modern
trendy
simple
bold
unique
creative
Horizon/Alicia
eclectic
innovative
natural
colorful
modern
trendy
simple
bold
unique
creative
46
6.3 Wunda weve®
Wunda Weve is, in a phrase, affordable luxury. Mohawk’s premier line of carpets will transform
any room into a work of art. Enthusiastic decorators love Wunda Weve’s beautiful patterns,
from its modern geometrics to the intricate styling in damasks and florals. Its casual textures
offer a range of incredibly thick and luxurious shags and friezes to tailored loops for a more
classic look. With Wunda Weve, home decorating is easy and fun.
Wunda Weve:
sophisticatedtraditional
stylishdetailed
exceptionalprofessional
smartdistinctive
artisticcosmopolitan
Primary
PMS 5777
Secondary*
PMS 5757
47
6.31 Wunda weve® logo
The Wunda Weve Collection logo should never be printed under 1 inch wide. When used in body
copy, both W's must be capitalized (Wunda Weve).
4-Color Process
Black: C=0, M=0, Y=0, K=100
Green: C=10, M=0, Y=49, K=28
PMS Colors
Black
Green: PMS 5777
Black & White
logo is usable.
Dark Background
48
6.32 wunda weve® typography
Stephanie Marie is the chosen font for Wunda Weve brand headlines and subheads. Adobe
Caslon Pro or Univers is the standard font for body copy. Do not mix fonts in body copy.
Stephanie Marie JF
This font is suitable for headlines and/or subheads. This font is not acceptable in All Caps.
and should not exceed 10 pt. This font is also suitable for captions and subheads.
Univers 45 Light
Univers 55 Roman
49
6.33 wunda weve® photography guidelines
The following guidelines are for room scene photography and are specific to the Wunda Weve
Collection. These standards should not be used for any other collection.
PMS 469
TEXTURE
• Furniture: Traditional, modern, or signature designer (i.e Barcelona chairs) furniture featuring a
variety of high-end textures
PMS 483
TEXTURE
PMS 469
• Props: Elaborate propping, including acquisitions over the years, i.e. china, books, etc.
PMS 1245
• Flowers/Foliage: Fresh floral arrangements (no potted trees or plants)
• Setting: Splashes of bright accent colors on primarily neutral tone-on-tone settings
PMS 518
PMS 479
PMS 7531
TEXTURE
PMS 608
PMS 483
PMS 5777
PMS 465
PMS 465
TEXTURE
PMS 479
TEXTURE
PMS 548
PMS 5425
PMS 518
PMS 5757
PMS 7531
PMS 5513
PMS 1245
PMS 608
TEXTURE
PMS 5757
PMS 5777
PMS 548
PMS 5425
PMS 5513
• Camera Angle: Higher than eye level
• Vignette vs. Full Room Scene: High-style vignettes with lots of texture or full room
scenes; architecture or furniture in the foreground to give a sense of depth
• Lighting: Dusk/dawn lighting with softer, more elongated shadows
• Windows: Completely blown out with little or no hint of outside; custom window
treatments or none
• People: More sophisticated, affluent singles or couples
PMS 469
TEXTURE
PMS 465
PMS 518
PMS 483
TEXTURE
PMS 479
PMS 7531
PMS 1245
PMS 608
TEXTURE
PMS 5757
PMS 5777
PMS 548
PMS 5425
PMS 5513
Wunda Weve/Cynthia
sophisticated
traditional
stylish
detailed
exceptional
professional
smart
distinctive
artistic
cosmopolitan
Wunda Weve/Cynthia
sophisticated
traditional
stylish
detailed
exceptional
professional
smart
distinctive
artistic
cosmopolitan
50
6.4 CUSTOMWEAVE®
CustomWeave is an exclusive private label brand developed for Mohawk Floorscapes
retailers. Complete with new selling system and comprehensive POP, this upscale
boutique further differentiates the distinctive Floorscapes program by offering fresh,
livable luxury to the consumer.
CustomWeave:
contemporaryinspirational
freshunique
nouveauinviting
personalizedbold
exquisitechic
Primary
PMS 4625
Secondary*
PMS 226
51
6.41 CUSTOMWEAVE® logo
The CustomWeave Collection logo should never be printed under 1 inch wide. Baskerville Italic is
the chosen font for tag lines.
4-Color Process
Black: C=0, M=0, Y=0, K=100
Brown: C=0, M=52, Y=100, K=62
The flourish on the logo can be one of two colors:
Pink: C=0, M=99, Y=0, K=0
Green: C=18, M=0, Y=100, K=31
PMS Colors
Black
Brown: PMS 469
Pink: PMS 226
Green: PMS 384
Black & White
logo is usable.
Dark Background
52
6.42 CUSTOMWEAVE® typography
Bickham Script is the chosen font for CustomWeave brand headlines and subheads. Optima or Univers is
the standard font for body copy. Do not mix fonts in body copy. When used in body copy, CustomWeave
always appears as one word with both capital "C" and a capital "W."
Bickham Script Regular
This font is suitable for headlines and/or subheads. This font is not acceptable in All Caps.
Optima Regular
Univers 45 Light
Univers 55 Roman
53
6.43 CUSTOMWEAVE® photography guidelines
The following guidelines are for room scene photography and are specific to the CustomWeave
Collection. These standards should not be used for any other collection.
PMS 4625
PMS 226
PMS 384
• Furniture: Modern contemporary to neo-traditional; vivid patterns and playful renditions of traditional
styles are invited, reinventing the classics
PMS 200
PMS 1665
PMS 549
PMS 226
PMS 4625
PMS 384
• Props: Clean lines, neutral palette with bold pops of color, and a real sense of style; trendy lived-in
accents like shoes, purses, and accessories
PMS 124
PMS 260
PMS 200
• Vignettes can be shot from straight above with selective focus blurring items on
table above it, hands etc.; close-ups and angles that are totally fun
PMS 1665
PMS 549
• Setting: City lofts, suburban contemporary, youthful elegance; an attitude of a very clear
sense of self, unique and definite style; energy and movement is expected, curtains blowing, kids
playing with pets, etc.
TEXTURE
PMS 7535
TEXTURE
TEXTURE
TEXTURE
TEXTURE
TEXTURE
TEXTURE
TEXTURE
TEXTURE
PMS 124
PMS 260
PMS 7535
TEXTURE
TEXTURE
TEXTURE
TEXTURE
TEXTURE
• Lighting: Sunny and reflective, evening elegant, or modern jazz
• People: Upscale youthful with easy elegance, stylish, and trendy; full of self
expression; edgy singles, contemporary couples, and modern families
PMS 4625
PMS 226
PMS 384
TEXTURE
PMS 200
PMS 549
PMS 1665
TEXTURE
PMS 124
PMS 260
PMS 7535
TEXTURE
TEXTURE
TEXTURE
TEXTURE
TEXTURE
CustomWeave/Hallie
contemporary
inspirational
fresh
unique
nouveau
inviting
personalized
bold
exquisite
chic
CustomWeave/Hallie
contemporary
inspirational
fresh
unique
nouveau
inviting
personalized
bold
exquisite
chic
54
6.5 ALADDIN COMMERCIAL™
Mohawk repositioned our Mainstreet Commercial effort under a new brand: Aladdin Commercial.
This diverse product group, featuring PermaStrand®, ColorStrand® and ColorStrand® SD fibers,
is ideal for multi-area commercial use as well as residential and includes:
• Level loop polypropylene
• Polypropylene graphics
• Cut pile nylon graphics
• Nylon graphics
• Level loop nylon
• Modular carpet tile
• Cut pile nylon
Aladdin Commercial:
tailoredpractical
contemporarycasual
durablegeometric
versatilegreen
linearstructured
Primary
PMS Metallic 8401
Secondary*
PMS 292
55
6.51 ALADDIN COMMERCIAL™ LOGO
The Aladdin Commercial logo should never be printed under 1.5 inches wide.
4-Color Process
Blue: C=49, M=11, Y=0, K=0
PMS Colors
Blue: PMS 292
Over Metallic Background 8401
Blue: PMS 292
Commercial: White
Black & White
logo is usable.
Dark Background
56
6.52 ALADDIN COMMERCIAL™ typography
Gotham is the chosen font for Aladdin Commercial brand headlines and subheads. Adobe Caslon
Pro or Univers is the standard font for body copy. Do not mix fonts in body copy.
Gotham Book
This font is suitable for headlines, subheads, and body copy. If used as body copy,
acceptable point size is 8-10.
Gotham Medium
This font is suitable for headlines and subheads.
Univers 45 Light
This weight is acceptable for both body copy and headlines. If used as body copy,
point size should be no less than 8 pt. and should not exceed 10 pt. This font is
also suitable for captions and subheads.
Univers 55 Roman
57
6.53 ALADDIN COMMERCIAL™ photography guidelines
The following guidelines are for room scene photography and are specific to the Aladdin
Commercial Collection. These standards should not be used for any other collection.
• Furniture: Modern furniture with masculine feel (designer furniture is acceptable)
• Props: Clean, contemporary décor
PMS 723
PMS 4625
PMS 465
PMS Cool Gray 11
PMS 455
PMS 1807
PMS 390
TEXTURE
PMS 723
• Flowers/Foliage: Vases with decorative branches or twigs
PMS 4625
PMS 377
PMS 292
PMS 455
PMS 7477
PMS 1807
• Setting: Mostly commercial settings; possibly same ambiguous residential/commercial settings
PMS Metallic 8401
• Camera Angle: Low camera angle with dramatic floor to emphasize texture
PMS 465
PMS 390
PMS 7517
TEXTURE
PMS Cool Gray 11
PMS 7503
TEXTURE
PMS 7534
PMS 377
PMS 292
PMS 7477
PMS 7503
PMS Metallic 8401
TEXTURE
PMS 7517
PMS 7534
• Vignette vs. Full Room Scene: Both are acceptable
• Lighting: Bright, flat, mid-day lighting
• Windows: Completely blown out with little or no hint of outside; blinds or no
window treatments
• People: Adults in business or business casual attire
PMS 723
PMS 4625
PMS 465
PMS Cool Gray 11
PMS 455
PMS 1807
PMS 390
TEXTURE
PMS 377
PMS 292
PMS 7477
PMS 7503
PMS Metallic 8401
TEXTURE
PMS 7517
PMS 7534
Home&Office/James
tailored
practical
contemporary
casual
durable
geometric
versatile
green
linear
structured
Home&Office/James
tailored
practical
contemporary
casual
durable
geometric
versatile
green
linear
structured
58
6.6 Wear-dated®
Featured in the Horizon and Wunda Weve collections, Wear-Dated is known for its beauty, comfort,
and durability. Already the overachiever in style, color, and wearability, Wear-Dated also features
Scotchgard™ Protector Advanced Repel Technology for increased stain and soil protection. Also
included in the Wear-Dated brand are Wear-Dated DuraSoft®, which offers advanced softness and
even more durability, and Wear-Dated SoftTouch™ featuring Soft Fusion Technology, the softest
soft nylon fiber in carpet.
Wear-Dated:
qualitydurability
luxurytailored
elegantlasting
beautytimeless
enduring sophisticated
Primary
PMS 1245
Secondary*
PMS 7448
59
6.61 Wear-dated® Logo
The Wear-Dated logo should never be printed under 1 inch wide.
4-Color Process
Black: C=0, M=0, Y=0, K=100
Dark Gold: C=0, M=27, Y=100, K=20
Light Gold: C=0, M=8, Y=38, K=8
PMS Colors
Black
Dark Gold: PMS 1245
Light Gold: PMS 1245 at 35%
Black & White
The 1-color black logo is to be used when black is the only available color selection.
This logo must never appear on a website, 4-color brochure, or any other application
where a full-color logo is usable.
Dark Background
The full color Wear-Dated logo should be used when appearing on all color
backgrounds; the black and white logo is not acceptable.
60
6.61a Wear-dated® DuraSoft® Logo
The Wear-Dated DuraSoft logo should never be printed under 1 inch wide.
4-Color Process
Black: C=0, M=0, Y=0, K=100
Dark Gold: C=0, M=27, Y=100, K=20
Blue: C=100, M=60, Y=0, K=6
PMS Colors
Black
Dark Gold: PMS 1245
Blue: PMS 285
Black & White
Dark Background
The full color Wear-Dated DuraSoft logo should be used when appearing on all color
61
6.61b Wear-dated® Softtouch™ Logo
The Wear-Dated SoftTouch logo should never be printed under 1 inch wide.
4-Color Process
Black: C=0, M=0, Y=0, K=100
Dark Gold: C=0, M=27, Y=100, K=20
Red: C=0, M=100, Y=81, K=4
PMS Colors
Black
Dark Gold: PMS 1245
Red: PMS 186
Black & White
Dark Background
The full color Wear-Dated SoftTouch logo should be used when appearing on all color
62
6.61b Wear-dated® KASHMERE™ Logo
The Wear-Dated Kashmere logo should never be printed under 1 inch wide.
4-Color Process
Black: C=0, M=0, Y=0, K=100
Dark Gold: C=0, M=27, Y=100, K=20
Purple: C=70, M=100, Y=55, K=25
PMS Colors
Black
Dark Gold: PMS 1245
Red: PMS 518
Black & White
Dark Background
63
6.61b Wear-dated® KASHMERE™ Logo
The Wear-Dated Kashmere logo should never be printed under 1 inch wide.
4-Color Process
Black: C=0, M=0, Y=0, K=100
Dark Gray: C=0, M=0, Y=0, K=6
Light Gray: C=2, M=0, Y=0, K=18
Green: C=85, M=10, Y=100, K=10
PMS Colors
Black
Dark Gray: PMS 424
Light Gray: PMS 428
Green: PMS 362
Black & White
Dark Background
64
6.62 Soft Fusion Technology™ Logo
The Soft Fusion Technology logo should never be printed under 1 inch wide and should only
appear in conjunction with Wear-Dated SoftTouch.
4-Color Process
Red: C=15, M=100, Y=100, K=0
Gold: C=0, M=26, Y=88, K=0
Orange: C=0, M=79, Y=100, K=11
PMS Colors
Red: PMS 1797
Gold: PMS 1235
Orange: PMS 180
Black & White
Dark Background
The full color Soft Fusion Technology logo should be used when appearing on all color
65
6.63 Wear-dated® typography
Arno Pro is the chosen font for Wear-Dated brand headlines, subheads, and body copy. Univers
is also an acceptable font for body copy. Do not mix fonts in body copy.
Arno Pro Light Display
This font is suitable for headlines, subheads, and body copy. If used as body copy,
acceptable point size is 9-10.
Arno Pro SmText
This font is suitable for headlines and subheads.
Arno Pro Light Italic Display
This font is suitable when putting emphasis on certain words within a paragraph.
Univers 45 Light
This weight is acceptable for body copy. Point size should be no less than 8 pt. and
should not exceed 10 pt. This font is also suitable for captions and subheads.
Univers 55 Roman
66
6.64 Wear-dated® photography guidelines
The following guidelines are for room scene photography and are specific to the Wear-Dated brand.
• Furniture: Traditional or modern furniture featuring a variety of high-end patterns, colors, and textures
• Props: Organic, earthy décor mixed with more elaborate propping
• Flowers/Foliage: Fresh floral arrangements (no potted trees or plants)
• Setting: Sophisticated, earthy color palette on walls and furniture with splashes of bright accent colors
• Camera Angle: Higher than eye level
• Vignette vs. Full Room Scene: High-style vignettes with lots of texture or full room scenes; architecture or
furniture in the foreground to give a sense of depth
• Lighting: Dusk/dawn lighting with softer, more elongated shadows
• Windows: Completely blown out with little or no hint of outside; custom window
treatments or none
• People: More sophisticated, affluent singles or couples with an artistic flare
PMS 7448
PMS 4545
PMS 483
PMS 455
PMS 518
PMS 1245
PMS 160
PMS 5747
PMS Black 5
PMS 7497
PMS 465
PMS 436
PMS 7504
PMS 655
67
6.7 ADDITIONAL systems
Mohawk uses a wide variety of marks to distinguish its fiber systems, backings, and technical
advantages. Please review this section for information on these marks.
68
6.71 fiber systems
The following trademarked Mohawk fiber names must be printed and displayed as follows:
Stainmaster is a registered copyright of lnvista and used with permission.
69
6.71 fiber systems, continued
70
6.71 fiber systems: Smartstrand® with dupont™ sorona® rENEWABLY SOURCED POLYMER
The SmartStrand® with DuPont™ Sorona® logo should never be printed under 1.5 inches wide.
Logos shown below include an asterisk (*) after “polymer”; this asterisk refers to the clarifier
on the following page, which must always appear in conjunction with the logo. Legal indications
must be used any time SmartStrand® with DuPont™ Sorona® appears in body copy.
4-Color Process
PMS Colors
Black: C=0, M=0, Y=0, K=50
Dark Green: C=45, M=0, Y=100, K=24
Dark Green: PMS 377
2-Color
50% Black
Dark Green: PMS 377
1-Color
Dark Green: PMS 377
Black & White
logo is usable.
Dark Background: Color
This logo is only acceptable when it appears on a dark background or a dark
photographic background that does not conflict with the color in the logo.
Dark Background: Black & White
photographic background that is printed in black and white.
71
6.71 FIBER SYSTEMS: SMARTSTRAND® WITH DUPONT™ SORONA® RENEWABLY SOURCED POLYMER DISCLAIMER
The DuPont™ disclaimer must always be used in its entirety exactly as shown below, complete
with asterisk (*) preceding “DuPont” in disclaimer sentence. Complete disclaimer should never
be used under 6 inches wide and must always be used in collateral featuring SmartStrand® with
DuPont™ Sorona® renewably sourced polymer. The DuPont™ oval and DuPont™ Sorona® must
never be used in proximity of one another. The DuPont™ oval may be increased in size but never
more than the size of the Mohawk logo.
72
6.72 backING systems
The following trademarked Mohawk backing systems must be printed and displayed as follows.
73
6.72a GREENbackTM systems
This logo should always use the tag line when 2" wide or more. Never use this logo smaller
than .75" wide.
4-Color Process
Black: C=0, M=0, Y=0, K=100
Green: C=56, M=0, Y=100, K=27
2-Color
100% Black
Green: PMS 370
Black & White
logo is usable.
Dark Background
74
6.72b OPTIBACK® systems
This logo should always use the tag line when 2" wide or more. Never use this logo smaller
than .75" wide.
4-Color Process
Black: C=0, M=0, Y=0, K=100
Green: C=56, M=0, Y=100, K=27
2-Color
100% Black
Green: PMS 370
Black & White
logo is usable.
Dark Background
75
6.73 smartcushion®
Mohawk’s own manufactured carpet cushion is specially designed to enhance the feel and extend
the performance of Mohawk SmartStrand with DuPont Sorona carpets and Wear-Dated carpets.
4-Color Process
Black: C=0, M=0, Y=0, K=100
Red: C=9, M=96, Y=85, K=1
2-Color
Black
Red: PMS 186
Black & White
logo is usable.
Dark Background
76
6.74 Mohawk easychoice SYSTEM®
Selecting the right flooring can be challenging. To simplify selection and ensure that our
customers get exactly what they want, the Mohawk EasyChoice System® was created.
4-Color Process
Black: C=0, M=0, Y=0, K=100
Red: C=9, M=96, Y=85, K=1
2-Color
Black
Red: PMS 186
Black & White
logo is usable.
Dark Background
77
section 7.
hard surfaces
Our vast assortment of hard surfaces encompasses every category: hardwood,
laminate, ceramic tile, and resilient flooring. Impeccable artistry and innovative
style give our consumer unlimited options, all with the high quality and
unbeatable value that characterizes the Mohawk brand.
7.1 Laminate
7.5 Columbia
7.11 Laminate Logo
7.12 Laminate Collection Marks: Open Line and Aligned 7.61 Uniclic®
7.13 Laminate Typography
7.62 Scotchgard™
7.14 Laminate Photography Guidelines
7.63 PureBond®
7.64 GenuEdge™
7.65 ScratchGuard™
7.21 Moisture Guard
7.22 Silent Guard
7.3 Ceramic
7.66 Ink Jet Technology™
7.67 DuraBeauty™
7.31 Ceramic Logo
7.68 Icons
7.32 Ceramic Collection Marks: Open Line and Aligned
7.33 Ceramic Typography
7.34 Ceramic Photography Guidelines
7.4 Hardwood
7.41 Hardwood Logo
7.42 Hardwood Collection Marks
7.42a Hardwood Collection Marks: Open Line
7.42b Hardwood Collection Marks: Aligned
7.43 Hardwood Typography
7.44 Hardwood Photography Guidelines
78
7.1 laminate
Inspired by nature, Mohawk laminates are designed to give consumers everything they want in a
floor: rich textures, beautifully resilient finishes, superb durability, and easy maintenance. We use
photographs and images of genuine stone and hardwoods to replicate their colors, densities and
textures, creating both the appearance and feel of authentic natural wood flooring. With a striking
array of colors and styles, our laminates are also available in one-, two-, or three-strip planks, and
individual tile designs for the widest selection of flooring options.
Laminate:
organichomey
detailedharmonious
morningcontemporary
cheerfulflowery
imaginativeclean/fresh
Primary
PMS 3025
Secondary*
PMS 5425
79
7.11 laminate logo
These are the approved laminate logos. Do not stretch, condense, or apply any graphic elements
to damage the integrity of the logos.
This logo is for laminate-specific brochures and collateral that need to
possess a corporate look and feel.
LAMINATE FLOORING
4-Color Process
Black: C=0, M=0, Y=0, K=100
Red: C=0, M=100, Y=81, K=4
PMS Colors
Black
Red: PMS 186
This mark is for 4-color laminate-specific brochures and collateral that
are geared toward the consumer. It is to always be used in conjunction
with the laminate logo.
80
7.12 laminate collection marks: Open line AND Aligned
The laminate collection logos should never be printed under 1 inch wide.
4-Color Process
PMS Color
Yellow: C=0, M=28, Y=100, K=18
PMS 1245
4-Color Process
PMS Color
Green: C=25, M=0, Y=80, K=30
PMS 7495
4-Color Process
PMS Color
Blue: C=100, M=17, Y=0, K=51
PMS 3025
4-Color Process
PMS Color
Purple: C=70, M=100, Y=55, K=25
PMS 518
4-Color Process
PMS Color
Red: C=0, M=100, Y=96, K=28
PMS 1807
81
7.13 LAMINATE typography
Adobe Caslon Pro or Univers is the standard font for headline and body copy. Do not mix fonts in body
copy.
This weight is acceptable for blurbs, bullets, call-outs, and disclaimers. Point size
should be no less than 6 pt. and should not exceed 10 pt.
Univers 45 Light
This weight is acceptable for both body copy and headline/subheads. Point size for
body copy should be no less than 8 pt. and should not exceed 10 pt.
Univers 55 Roman
A bit heavier than Light, Roman is much more readable in body copy on a dark
color field. It can be used when a stronger emphasis is needed or as a headline.
This font is suitable for body copy and/or headlines and subheads. It may also be
used in All Caps or Petite Caps when applied as a headline or subhead.
82
7.14 laminate photography guidelines
The following guidelines are for room scene photography and are specific to the laminate
collection. These standards should not be used for any other collection.
PMS 469
PMS 5125
PMS 1807
TEXTURE
PMS 1767
TEXTURE
PMS 1245
PMS 153
• Furniture: IKEA-esque furniture—clean, simple, modern (Shabby Chic, Pottery Barn)
• Props: Modern designs with geometric shapes and graphic patterns; basic fabrics, such as
cotton and linen; perhaps combine with a funky, graphic Mohawk area rug
PMS 469
PMS 5125
PMS 608
• Flowers/Foliage: Simple yet colorful flowers (i.e. gerbera daisies and tulips) and traditional
green house plants
PMS 465
• Setting: Very contemporary style, clean lines, simple furnishings with an overall fresh
and cheerful feel
PMS 585
TEXTURE
PMS 1767
PMS 5757
PMS 1807
PMS 1245
PMS 5513
PMS 5425
TEXTURE
PMS 7495
PMS 153
PMS 3025
PMS 608
PMS 465
PMS 585
PMS 7495
PMS 5757
PMS 5513
PMS 5425
PMS 3025
• Camera Angle: Just higher than eye level; over the top to see more floor
(slight "bowling alley")
• Vignette vs. Full Room Scene: Both are okay
• Lighting: Bright mid-day ambient lighting; no long shadows
• Windows: Open windows with little hint of outside
• People: Age 25-40, small children
PMS 469
PMS 5125
PMS 1807
TEXTURE
PMS 1767
TEXTURE
PMS 1245
PMS 153
PMS 608
PMS 465
PMS 585
PMS 7495
PMS 5757
PMS 5513
PMS 5425
PMS 3025
Laminate/Molly
organic
homey
detailed
harmonious
morning
contemporary
cheerful
flowery
imaginative
clean/fresh
Laminate/Molly
organic
homey
detailed
harmonious
morning
contemporary
cheerful
flowery
imaginative
clean/fresh
83
7.2 ADDITIONAL SYSTEMS
Mohawk laminate flooring offers features designed to simplify maintenance and installation and
protect an optimal quality of life for consumers.
84
7.21 MOISTURE GUARD
This polyethylene underlayment for laminate flooring has an attached moisture barrier to
keep water away from new flooring and provide extra insulation for sub-floors. It is specially
designed to reduce sound transmitted through the floor. When used in copy, moisture is always
lowercase; GUARD is all capitals.
4-Color Process
Black: C=0, M=0, Y=0, K=100
PMS Colors
Black
Dark Background
85
7.22 SILENT GUARD
This sound-absorbing polyolefin foam underlayment was developed specifically for use with
Mohawk laminate flooring to reduce sound reflected in rooms (reflection sound). It also
includes a moisture barrier with an attached adhesive strip. When used in copy, silent is always
lowercase; GUARD is all capitals.
4-Color Process
Black: C=0, M=0, Y=0, K=100
PMS Colors
Black
Dark Background
86
7.3 Ceramic
Mohawk Ceramic offers an endless assortment of flooring options and technologies sure to
suit any personality and complement any room’s décor. Multiple sizes are available in almost all
series making it easy to use patterns to add depth and dimension. Floor/Wall combinations in
various colors and sizes are offered as well as trim, decorative accents, and accessory options
that can take any room from simple to sensational.
Ceramic:
active living
versatile
traditionalcozy
functionalnatural
simpleunique
charmingstylish
Primary
PMS 556
Secondary*
PMS 445
87
7.31 ceramic logo
This is the approved ceramic logo. Do not stretch, condense, or apply any graphic elements
to damage the integrity of the logo.
This logo is for ceramic-specific brochures and collateral
that need to possess a corporate look and feel.
CERAMIC TILE
4-Color Process
Black: C=0, M=0, Y=0, K=100
Red: C=0, M=100, Y=81, K=4
PMS Colors
Black
Red: PMS 186
88
7.32 ceramic COLLECTION MARKS: OPEN LINE AND ALIGNED
These marks are for 4-color ceramic-specific brochures and collateral that are geared toward
the consumer. They should always be used in conjunction with the approved ceramic logo.
The Natural Collection
The Rustic Collection
The Slate Collection
The Artistic Collection
The Classic Collection
4-Color Process
PMS Color
Yellow: C=20, M=32, Y=58, K=0
PMS 465
4-Color Process
PMS Color
Green: C=0, M=48, Y=96, K=44
PMS 4635
4-Color Process
PMS Color
Blue: C=40, M=30, Y=70, K=25
PMS 7497
4-Color Process
PMS Color
Purple: C=0, M=81, Y=100, K=77
PMS 4695
4-Color Process
PMS Color
Red: C=20, M=0, Y=20, K=65
PMS 445
89
7.33 CERAMIC typography
Adobe Caslon Pro or Univers is the standard font for headline and body copy. Do not mix fonts in body copy.
Univers 45 Light
Univers 55 Roman
90
7.34 ceramic photography guidelines
The following guidelines are for room scene photography and are specific to the ceramic collection.
• Furniture: Beachy wicker furniture with cloth cushions; comfortable
PMS 465
PMS 495
TEXTURE
PMS 518
PMS 7497
PMS 556
PMS 445
PMS 3025
• Props: Light, airy fabrics mixed with durable ones, such as canvas; hand-glazed clay/ceramic pots and
vases; floral/arboreal patterns; natural elements, such as river stones, driftwood, shells, etc.
PMS 465
PMS 4635
PMS 495
TEXTURE
PMS 469
PMS 7497
TEXTURE
PMS 556
PMS 445
• Flowers/Foliage: Variety of small potted plants ranging from simple household greenery to lilies or orchids
TEXTURE
PMS 608
PMS 468
• Setting: Very open, light, cozy settings that portray a sense of relaxation and functionality; room is
charming, lived-in, and inviting
• Camera Angle: Slightly above eye level
PMS 518
PMS 7531
PMS 3025
TEXTURE
PMS 4635
PMS 469
TEXTURE
PMS 7531
TEXTURE
PMS 608
PMS 468
TEXTURE
• Vignette vs. Full Room Scene: Both are acceptable
• Lighting: Natural mid-day lighting
• Windows: Big open windows with outside views of natural scenes; light, gauzy
fabrics okay for sheers
• People: Age 35-50; position and wardrobe should portray style and comfort;
multigenerational
PMS 465
PMS 495
TEXTURE
PMS 518
PMS 7497
PMS 556
PMS 445
PMS 3025
PMS 4635
PMS 469
TEXTURE
PMS 7531
TEXTURE
PMS 608
PMS 468
TEXTURE
Ceramic/Caitlin
active living
versatile
traditional
cozy
functional
natural
simple
unique
charming
stylish
Ceramic/Caitlin
active living
versatile
traditional
cozy
functional
natural
simple
unique
charming
stylish
91
7.4 Hardwood
Mohawk brings meticulous craftsmanship to premium selected woods. From quiet natural
hues to rich cherry finishes, from vintage hand scraped, distressed or pegged textures to
classic smooth, our vast selection of hardwoods is made for even the most discerning tastes.
These hardwoods, in solid, engineered, or longstrip constructions, are superb performers that
will enhance a home's value and appeal for years.
Hardwood:
exquisiteelegant
naturalworn
fieryembellished
richbold
detailedalluring
Primary
PMS 7421
Secondary*
PMS 1815
92
7.41 hardwood logo
These are the approved hardwood logos. Do not stretch, condense, or apply any graphic
elements to damage the integrity of the logo.
This logo is for hardwood-specific brochures and collateral
that need to possess a corporate look and feel.
HARDWOOD FLOORING
4-Color Process
Black: C=0, M=0, Y=0, K=100
Red: C=0, M=100, Y=81, K=4
PMS Colors
Black
Red: PMS 186
HARDWOOD FLOORING
This logo is for hardwood-specific high-end brochures and
collateral that are geared toward the consumer. It is reserved
for specialty printing and embossing.
93
7.42a hardwood collection logos: Open line
These hardwood collection logos should never be printed under 1.5 inches wide. Clarifiers may
be omitted with logos under 2" wide.
4-Color Process
PMS Color
Brown: C=44, M=72, Y=86, K=56
PMS 476
4-Color Process
PMS Color
Light Blue: C=10, M=0, Y=6, K=27
PMS 5507
4-Color Process
PMS Color
Burnt Sienna: C=0, M=48, Y=96, K=44
PMS 4635
4-Color Process
PMS Color
Blue-Green: C=43, M=0, Y=14, K=21
PMS 5493
94
7.42b hardwood collection logos: aligned
The hardwood collection logos should never be printed under 1.5 inches wide.
4-Color Process
PMS Color
Brown: C=44, M=72, Y=86, K=56
PMS 476
4-Color Process
PMS Color
Light Blue: C=10, M=0, Y=6, K=27
PMS 5507
4-Color Process
PMS Color
Burnt Sienna: C=0, M=48, Y=96, K=44
PMS 4635
4-Color Process
PMS Color
Blue-Green: C=43, M=0, Y=14, K=21
PMS 5493
95
7.43 typography
Adobe Caslon Pro or Univers is the standard font for headline and body copy. Do not mix fonts in body copy.
Univers 45 Light
Univers 55 Roman
96
7.44 hardwood photography guidelines
The following guidelines are for room scene photography and are specific to the hardwood
collection. These standards should not be used for any other collection.
• Furniture: Elegant, embellished, natural furniture (wood, leather, fur, etc.)
• Props: Bold colors with exotic patterns and fabrics, such as silks
• Flowers/Foliage: Unconventional, exotic flowers (orchids, etc.)
PMS 455
PMS 3985
PMS 5425
PMS 5507
PMS 518
PMS 7421
PMS 1815
TEXTURE
PMS 455
PMS 485
PMS 3985
PMS 227
PMS 5425
PMS 7420
• Setting: Very detailed rooms with natural color combined with bold accent colors, whether in the
propping, furniture, or wall color
PMS 518
PMS 469
PMS 7421
PMS 1815
TEXTURE
PMS 729
• Camera Angle: More interesting camera angles; 2/3 birds eye view, rather than “bowling alley look”;
slightly above eye level, tilted down
• Vignette vs. Full Room Scene: Full room scene but change up camera position
sometimes where bed/table/chair, etc. is blurred in foreground and floor is in
focus in the background
PMS 5507
PMS 1245
TEXTURE
PMS 465
PMS 485
PMS 227
PMS 7420
PMS 1245
PMS 469
TEXTURE
PMS 729
PMS 465
• Lighting: Natural daylight; be careful of strange shadows on the floor; hot spots
okay by windows or as reflections to emphasize texture
• Windows: Open windows, sheers, or nice bamboo/rattan/hemp blinds; can
show scenery outside
• People: Men or women 35 to 65, toddlers and up (use infants only on Lineage or Revival)
PMS 455
PMS 3985
PMS 5425
PMS 5507
PMS 518
PMS 7421
PMS 1815
TEXTURE
PMS 485
PMS 227
PMS 7420
PMS 1245
PMS 469
TEXTURE
PMS 729
PMS 465
Hardwood/Josephine
exquisite
elegant
natural
worn
fiery
embellished
rich
bold
detailed
alluring
Hardwood/Josephine
exquisite
elegant
natural
worn
fiery
embellished
rich
bold
detailed
alluring
97
7.5 COLUMBIA FLOORING
Columbia Flooring, a division of Mohawk Industries, offers proprietary laminate and hardwood
products focused primarily on the mid-level to high-end market. Each sub-brand offers product
selections that provide differentiation in the marketplace.
Graphically, each sub-brand is represented by its own color scheme, enabling consumers to
quickly identify the two different product lines. Columbia’s stacked logo, shown first for each
category, should always be the default choice unless vertical space is limited. It must be printed
and displayed as follows:
vertical logos for laminate and hardwood
4-Color Process
Black: C=0, M=0, Y=0, K=100
Red: C=0, M=95, Y=100, K=29
PMS Colors
Black
Red: PMS 484
Black & White
Dark Background
98
Laminate sub-brand
4-Color Process
Brown: C=0, M=27, Y=36, K=72
Green: C=0, M=2, Y=67, K=40
PMS Colors
Brown: PMS 411
Green: PMS 5835
Black & White
Dark Background
99
Columbia Flooring, a division of Mohawk Industries, offers proprietary laminate and hardwood
products focused primarily on the mid-level to high-end market. Each sub-brand offers product
selections that provide differentiation in the marketplace.
Graphically, each sub-brand is represented by its own color scheme, enabling consumers to
quickly identify the two different product lines. Columbia’s stacked logo, shown first for each
category, should always be the default choice unless vertical space is limited. It must be printed
and displayed as follows:
horizontal logos for laminate and hardwood
4-Color Process
Black: C=0, M=0, Y=0, K=100
Red: C=0, M=95, Y=100, K=29
PMS Colors
Black
Red: PMS 484
Black & White
Dark Background
100
Laminate sub-brand
4-Color Process
Brown: C=0, M=27, Y=36, K=72
Green: C=0, M=2, Y=67, K=40
PMS Colors
Brown: PMS 411
Green: PMS 5835
Black & White
Dark Background
101
7.6 ADDITIONAL SYSTEMS
Mohawk hardwood flooring offers features designed to simplify maintenance
and installation and protect an optimal quality of life for consumers.
102
7.61 UNICLIC®
This patented premier glueless locking system, complete with lifetime warranty and featured
in many of our hardwood and laminate collections, defines simple installation: boards just slip
quickly into place—at an angle—or slide easily together.
4-Color Process
Blue: C=100, M=73, Y=0, K=2
Gray: C=0, M=0, Y=0, K=40
PMS Colors
PMS Reflex Blue
Gray: PMS 887
Black & White
logo is usable.
Dark Background
103
7.62 SCOTCHGARD™*
The most complete stain and soil protection system for floors in the industry, Scotchgard™
Protector Advanced Repel Technology protects wood floors from everyday accidents with paint,
nail polish, markers, etc.
4-Color Process
Black: C=0, M=0, Y=0, K=100
Red: C=0, M=100, Y=81, K=4
Blue: C=27, M=9, Y=9, K=0
PMS Colors
Black
Red: PMS 186
Blue: PMS 551
Black & White
* Scotchgard™ is a registered trademark of 3M and used with permission.
104
7.63 Purebond®*
PureBond® technology for engineered flooring with no added formaldehyde is a unique
engineered hardwood manufacturing process that reduces unnecessarily added formaldehyde.
PureBond® is featured in all current domestically engineered hardwoods.
4-Color Process
Blue: C=27, M=3, Y=0, K=13
Blue Tint 60%
PMS Color
Blue: PMS 551
Black & White
Dark Background
An all-white logo is only acceptable when it appears on a dark background or a
dark photographic background.
* PureBond® is a registered trademark of Columbia Forest Products and used with permission.
105
7.64 Genuedge™
Mohawk's new GenuEdge Technology features the most realistic hardwood looks ever seen
in laminate flooring. This superior visual effect is achieved through an innovative process that
allows the paper to roll over the edges of the laminate plank, just like with real hardwood.
4-Color Process
Dark Gray: C=0, M=14, Y=28, K=55
Light Gray: C=0, M=14, Y=28, K=55, at 50% tint
PMS Colors
PMS Warm Gray 10
Black
Black & White
logo is usable.
Dark Background
This logo is only acceptable when it appears on a dark background or a dark photographic
background.
106
7.65 scratchguard™
ScratchGuard Advanced Finish Protection helps prevent laminate floors from dulling due to tiny
abrasions caused by dust and dirt. ScratchGuard's aluminum crystals are infused into the top
layer of the laminate floor, so they're a part of the finish, not just a topical treatment.
4-Color Process
Black: C=0, M=0, Y=0, K=100
PMS Colors
Black
Dark Background
107
7.66 Ink Jet technology™
Mohawk Ceramic Tile’s Reveal Imaging™ uses one of the industry’s most sophisticated design
processes to create ceramic tile with startling, one-of-a-kind realism. Each state-of-the-art tile has
all the visual components of natural stone: unique color definition, vivid detail, intricate veining
and even the three-dimensional appearance of natural stone.
4-Color Process
Blue: C=42, M=8, Y=0, K=40
PMS Colors
PMS 5415
Black & White
logo is usable.
Dark Background
This logo is only acceptable when it appears on a dark background or a dark photographic
background.
108
7.67 durabeauty™
Mohawk's acrylic impregnated hardwoods are much more durable than regular hardwood and
offer extraordinary protection from dents, dings, and damage from everyday life.
4-Color Process
Orange: C=0, M=46, Y=100, K=11
Black: C=0, M=0, Y=0, K=100
PMS Colors
PMS 7414
Black
Black & White
logo is usable.
Dark Background
109
7.68 ICONS
The following icons should only be displayed as shown:
Hardwood Icons
®
Engineered Flooring With
No Added Formaldehyde
A Healthier New Innovation
Laminate Icons
110

Mohawk Brand Guidelines

Transcription

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